{"id":6848,"date":"2024-01-20T17:22:08","date_gmt":"2024-01-20T16:22:08","guid":{"rendered":"https:\/\/www.jthsm.gr\/?page_id=6848"},"modified":"2024-01-20T17:41:40","modified_gmt":"2024-01-20T16:41:40","slug":"6848-2","status":"publish","type":"page","link":"https:\/\/www.jthsm.gr\/?page_id=6848","title":{"rendered":""},"content":{"rendered":"\n<p><a href=\"https:\/\/www.jthsm.gr\/?page_id=6833\">&lt; Back to Volume 9, Issue 2, table of contents<\/a><\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">a<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#1b3fab\" class=\"has-inline-color\">Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective<\/mark><\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/orcid.org\/0000-0002-1763-4435\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"15\" height=\"15\" class=\"wp-image-4454\" style=\"width: 15px;\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/10\/orcid-1-e1603636867626.png\" alt=\"\"><\/a> <em><strong>Joseph Lok-Man Lee<\/strong>,&nbsp;The Hong Kong Polytechnic University, HKSAR China,<\/em> <a href=\"https:\/\/orcid.org\/0000-0002-1471-1415\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"15\" height=\"15\" class=\"wp-image-4454\" style=\"width: 15px;\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/10\/orcid-1-e1603636867626.png\" alt=\"\"><\/a> <em><strong>Chammy Yan-Lam Lau<\/strong>, The Hong Kong Polytechnic University, HKSAR China<\/em> &amp; <a href=\"https:\/\/orcid.org\/0009-0007-4636-3922\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"15\" height=\"15\" class=\"wp-image-4454\" style=\"width: 15px;\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/10\/orcid-1-e1603636867626.png\" alt=\"\"><\/a> <em><strong>Charlaine Wai-Ga Wong<\/strong>, <\/em>The Hong Kong Polytechnic University, HKSAR China<br>Published online: 20 December 2023, JTHSM, 9(2), pp.3-10.<\/p>\n\n\n\n<p>DOI:&nbsp;<a href=\"http:\/\/doi.org\/10.5281\/zenodo.10539175\" target=\"_blank\" rel=\"noreferrer noopener\">10.5281\/zenodo.10539175<\/a><\/p>\n\n\n\n<p>Full-text download:<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/www.jthsm.gr\/vol9iss2\/9-2-1.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2017\/02\/PDF_Download_Logo-300x300.jpg\" alt=\"\" class=\"wp-image-158\" style=\"width:54px\"\/><\/a><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p><strong>Export reference:<\/strong><em><br><\/em><a href=\"https:\/\/zenodo.org\/records\/10539175\/export\/bibtex\" target=\"_blank\" rel=\"noreferrer noopener\">BibTeX<\/a><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ffffff\" class=\"has-inline-color\">,,<\/mark><a href=\"https:\/\/zenodo.org\/records\/10539175\/export\/datacite-xml\" target=\"_blank\" rel=\"noreferrer noopener\">DataCite XML<\/a><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ffffff\" class=\"has-inline-color\">,,<\/mark><a href=\"https:\/\/zenodo.org\/records\/10539175\/export\/dublincore\" target=\"_blank\" rel=\"noreferrer noopener\">Dublin Core XML<\/a><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ffffff\" class=\"has-inline-color\">,,<\/mark><a href=\"https:\/\/zenodo.org\/records\/10539175\/export\/json\" target=\"_blank\" rel=\"noreferrer noopener\">JSON<\/a><\/p>\n\n\n\n<p><strong>Cite as:<\/strong><\/p>\n\n\n\n<p>Lee, J. L.-M., Lau, C. Y.-L., &amp; Wong, C. W.-G. (2023). Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective. Journal of Tourism, Heritage &amp; Services Marketing, 9(2), 3\u201310. https:\/\/doi.org\/10.5281\/zenodo.10539175<\/p>\n\n\n<p><script type=\"text\/javascript\" src=\"\/\/cdn.plu.mx\/widget-popup.js\"><\/script><\/p>\n<p><a class=\"plumx-plum-print-popup plum-liberty-theme\" href=\"https:\/\/plu.mx\/plum\/a\/?ssrn_id=3883690\" data-popup=\"right\" data-badge=\"true\" data-site=\"plum\" data-hide-when-empty=\"true\">The Impact of External Factors on ICT Usage Practices at Unesco World Heritage Sites<\/a><\/p>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/www.jthsm.gr\/?page_id=6799\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"470\" height=\"97\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2.png\" alt=\"\" class=\"wp-image-2066\" style=\"width:121px\" srcset=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2.png 470w, https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2-300x62.png 300w\" sizes=\"auto, (max-width: 470px) 100vw, 470px\" \/><\/a><\/figure>\n\n\n\n<p class=\"has-white-color has-text-color\">a<\/p>\n\n\n\n<p><strong>Abstract<\/strong><\/p>\n\n\n\n<p><strong><em>Purpose<\/em><\/strong><em>: <\/em>This study seeks to advance the literature by examining the mediating role of brand loyalty and the moderating impact of brand awareness in the relationships between social media marketing and collectivist Chinese behavior in the hospitality service context. This exploration is grounded in brand commitment and expectancy disconfirmation theories. <\/p>\n\n\n\n<p><strong><em>Methods<\/em><\/strong><em>: <\/em>Empirical testing was conducted on survey data gathered from 150 collectivist Chinese customers in Hong Kong, utilizing partial least squares structural equation modeling.<\/p>\n\n\n\n<p><strong><em>Results<\/em><\/strong><em>: <\/em>Brand loyalty plays a partial mediating role in the relationships between social media marketing and purchase intention as well as word-of-mouth. Additionally, brand awareness exerts a negative moderating influence on social media marketing-brand loyalty link.<\/p>\n\n\n\n<p><strong><em>Implications<\/em><\/strong><em>: <\/em>Recommendations are provided for front-line staff tasked with addressing communication challenges by effectively managing the hotel\u2019s social media account. They are strongly advised to steer clear of creating face-threatening situations and to demonstrate respect for the loyalty of Chinese collectivist customers. Furthermore, a negative brand awareness effect emerges when collectivist Chinese customers compare hotel brands with online travel agents.<\/p>\n\n\n\n<p><strong><em>Keywords:<\/em><\/strong> social media marketing, brand loyalty, brand awareness, purchase intention, word-of-mouth<\/p>\n\n\n\n<p><strong><em>JEL Classification: <\/em><\/strong>O35, M3, M31  <\/p>\n\n\n<p><script type=\"text\/javascript\" src=\"\/\/cdn.plu.mx\/widget-popup.js\"><\/script><\/p>\n<p><a href=\"https:\/\/plu.mx\/plum\/a\/?ssrn_id=4484330\" data-popup=\"right\" data-badge=\"true\" class=\"plumx-plum-print-popup plum-liberty-theme\" data-site=\"plum\" data-hide-when-empty=\"true\">E-Loyalty Formation of Generation Z: Personal Characteristics and Social Influences<\/a><\/p>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p><a href=\"https:\/\/www.jthsm.gr\/?page_id=6843\">&lt; Previous article in Vol. 9, Iss. 2<\/a><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">aaaaaaaaaaa<\/mark><a href=\"https:\/\/www.jthsm.gr\/?page_id=6858\">Next article in Vol. 9, Iss. 2 ><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&lt; Back to Volume 9, Issue 2, table of contents a Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective Joseph Lok-Man Lee,\u00a0The Hong Kong Polytechnic University, HKSAR China, Chammy Yan-Lam Lau, The Hong Kong Polytechnic University, HKSAR China &amp; Charlaine Wai-Ga Wong, The Hong Kong Polytechnic University, HKSAR ChinaPublished [\u2026]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-6848","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/6848","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6848"}],"version-history":[{"count":4,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/6848\/revisions"}],"predecessor-version":[{"id":6860,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/6848\/revisions\/6860"}],"wp:attachment":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6848"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}